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Cadbury and Oreo parent company, Mondelez International, has struck a global partnership with TubeMogul to utilise its programmatic video technology to improve its online video advertising strategy.
Under the arrangement, Mondelez’s media buying agency, MediaVest, will work with TubeMogul on media planning, buying and ad serving. To do this, it will use the vendor’s full range of products including the BrandPoint tool, which is designed to buy digital video advertising on a gross rating point basis.
Media bought outside of TubeMogul’s platform will be served and audited by the vendor.
TubeMogul will also establish a programmatic media buying team at MediaVest’s North American office. Mondelez will start programmatic video in the US and Canada but said it has the potential to expand to additional marketing including Asia, the Middle East, Eastern Europe and Africa.
In a statement, Mondelez vice-president of global media and consumer engagement, Bonin Bough, said the partnership will allow it to improve video effectiveness.
“As a company, we’re aiming to shift more media spending to digital and online video is a key part of that,” he said. “Through TubeMogul, we gain unparalleled transparency in both delivery and pricing. And with MediaVest as a partner, we can leverage our existing infrastructure and expertise while having close proximity between our programmatic and traditional approaches.”
In a video marking the new partnership, Bough commented that video consumption was rising, driven by consumption across multiple screens. Yet at the same time, engagement rates are down on TV commercials, meaning brands hit a diminished return much earlier. This has decreased Mondelez’s effective reach.
The way to get that back is through video, he said.Read more: Roy Morgan and Eyeota take consumer segmentation data to global programmatic marketplace
“Video has been powerful since the invention of the motion picture and television, because it has the ability to create resonance with people in a uniquely emotional way,” Bough said. “The addition of video [in marketing] is so humungous because it allows us to gain back media reach.”
Bough also saw programmatic changing the way brands need to consume media.
“We’re entering into a world of real-time buying,” he said. “The automation of media buying in general is transforming the way media is bought.
“TubeMogul has changed the way I’ve thought about video for a long time.”
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